Kevin Femal
Marketing + Industry Awareness 
Committee Member
EMS Industrial, Inc.

Now more than ever, sales professionals are finding it hard to prospect new businesses. Customers are more hesitant than they were in February. Don’t give up. There is hope! To increase your chances of landing solid appointments through prospecting, you must employ strategic prospecting principles. At its core, strategic prospecting is about working smarter, not harder.

Study the industries in your market that are thriving. Study the sectors that are having a more challenging time. Prioritize your prospecting time around the thriving industries, thus giving you a higher probability of landing an appointment.

Be creative with your approach and use references to help get in the door. If you recently helped rescue a business from a severe breakdown in the food processing industry, share that story with all food processing customers in your territory.

Remember: You can prospect in person, via email, phone, or video conferencing. The key is to commit. If you don’t carve out time in your schedule to prospect, it won’t happen. The most successful sales professionals commit to prospecting as a necessity, not a bonus task.